Channels and formats
What is connected TV (CTV) advertising?
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what it means here
Here is what the term means for a UK buyer
The definition above holds anywhere. Buying media in the UK adds the detail below, including where AdBuyMCP does something different.
In an AdBuyMCP awareness plan, streaming TV is one of four channels inside one monthly price, aimed at your market by household, with business data where a seller offers it. AdBuyMCP's catalogue grades a CTV translation 85 out of 100 when consent-chained business segments match strongly, the highest score in the catalogue, dropping to 65 and then 60 as the evidence weakens. Even 85 describes the best available proxy for a named audience, because streaming TV reaches households and no UK seller can target a named person.
How is streaming TV aimed at a B2B market?
Streaming TV reaches households and devices, and a seller aims it with whatever data it offers. In the UK that usually means firmographic data: outside the US, Dun & Bradstreet's audience segments describe company size, industry, location and ownership, and LinkedIn's job-title targeting for TV is available in the US and Canada only, on the sellers' own pages checked 20 October 2026. So a business audience on streaming TV is a household a seller's data links to a kind of company, and no seller can confirm that a particular person in your market watched.
Some sellers charge for business data on top of the media, and none of the UK streaming TV sellers on AdBuyMCP's cost page publishes a price for it, so ask for the audience to be priced in any quote. A CTV advert is a video file plus its trafficking metadata, and most streaming inventory runs on the VAST standard. AdBuyMCP generates storyboards with the VAST metadata attached, so the creative and its trafficking record travel together.
How is a CTV campaign measured?
The provider reports delivery: impressions and completed views, with reach and frequency by household within each seller. Response is observed through your own analytics, matched to the campaign on an immutable UTM key. Causation needs a powered geo-lift test, and a city-level CTV buy can carry one, because the cities it buys against give you markets to hold out.
No UK service de-duplicates frequency across sellers, so each seller's count is read on its own. The exposure ledger that would deduplicate CTV against the other channels is built, and labelled sample data is its only source today. The CTV rails registered on the evidence ledger are StackAdapt, Amazon Ads (DSP sub-seat), Roku and Vibe (US), and none has spent money yet.
Sources: Eyeota, Dun & Bradstreet global audiences, checked 20 October 2026; Amazon Ads, LinkedIn CTV ads on Amazon DSP, 7 May 2026, checked 20 October 2026.
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related terms
These terms sit next to this one
Most confusion in media buying comes from two adjacent terms being used interchangeably, so these are the neighbours worth reading next.
Frequency
The average number of times the people in an audience see an advert in a period, usually a week or a whole campaign. It is impressions divided by the people reached, so it describes the audience on average and says nothing certain about any one person.
Addressable TV
Television advertising where different households watching the same programme at the same time receive different adverts, swapped in at the set-top box or in the stream. It is bought on household attributes and geography rather than on programme and time slot.
Programmatic advertising
Buying advertising through automated systems that decide, impression by impression, whether to bid and how much to pay for it. It describes the transaction mechanism rather than a channel: CTV, audio, DOOH and display can all be bought programmatically.
Audience segment
A named group of people a seller will let you target, defined by some combination of demographics, behaviour, stated interest or inferred intent, and identified in a buying system by a specific identifier.
same group
These terms are also in Channels and formats
The channels UK advertisers buy, and the words the sellers use for them.